Multiple questions:
1.The element of the marketing mix used to increase awareness of a product or company is
communication.
product.
price.
distribution.
2. Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is
risk.
time.
monetary price.
effort.
availability.
3. Marketing knowledge and skills
are not necessary for a nonprofit organization.
enhance consumer awareness and help provide people with satisfying goods and services.
constitute the marketing mix.
were most important during the production era.
are most valuable for advertising executives but less important for wholesalers and distributor
4. The focal point of all marketing activities is
products.
the marketing mix.
profits.
sales.
customers.
5. ____ is the degree to which an exchange helps achieve an organization's objectives.
Controlling
Effectiveness
Success rate
Efficiency
Objectivity
6. In managing customer relationships, the three primary ways profits can be obtained are by
acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.
enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.
extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.
eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.
enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.
7. The marketing concept is best defined as
a second definition of marketing.
a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals.
the performance of business activities that direct the flow of goods and services from producer to customer or user.
a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.
the inclusion of marketing activities in the activities of an organization.
8. The equation a buyer applies to assess a product's value is
value = monetary price - customer benefits.
value = customer costs - customer benefits.
value = customer benefits - customer costs.
value = customer benefits - monetary price.
value = customer benefits - time and effor
9. ____ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges.
Effectiveness
Productivity
Efficiency
Objectivity
Cost cutting
10. Marketing management is defined as a process of
maintaining an appropriate and efficient marketing mix for a target market.
establishing performance standards and evaluating actual performances against these standards.
providing products that satisfy customers' needs through a coordinated set of activities.
facilitating satisfying exchanges between an organization and its customers.
planning, organizing, implementing, and controlling marketing activities